Ivey’s PhD Program in Business Administration is a full-time research-based program designed to develop scholars and to place graduates at high-quality research universities around the world. Our PhD candidates are showcased at conferences around the world, and regularly featured in top-tier academic and industry publications.
To help you get to know them, we’ve asked them about their academic and personal interests.
Q&A with Daniel Zebian, PhD candidate
What is your background?
I was born in Lebanon and spent my early years in a small city near Beirut. My family later immigrated to Canada, where I spent most of my childhood and adolescence in Toronto.
I began my education studying biochemistry at the University of Ottawa but quickly realized that I was more interested in understanding how people think, feel, and behave than the inner workings of the human body. That realization led me to switch paths and complete a BSc in Psychology at York University. From there, I discovered the field of marketing, a space where I could apply psychological insights to real-world consumer phenomena. So, I pursued an MSc in Marketing at Queen’s University (Smith School of Business), and now I’m looking forward to continuing this journey at Ivey in the PhD program specializing in Marketing.
What attracted you to Ivey’s program?
What stood out to me about Ivey was its strong focus on research that makes a real-world impact. I was looking for a place that values both creativity and rigour, where meaningful problems are explored through thoughtful theoretical contributions. Ivey checked all those boxes.
I was also drawn to the faculty. Professors like Miranda Goode and Kirk Kristofferson inspired me because of the interesting questions they ask, but also the creativity they bring to study design. The entire marketing group here explores fascinating topics, which made Ivey feel like the ideal place to grow intellectually.
What is your research focus?
I broadly study consumer psychology, behaviour, and decision-making. I’m especially interested in the psychological challenges consumers face in their everyday lives and how they navigate an increasingly fast-paced and complex world.
Why is that area appealing to you? What big problems/issues need to be addressed?
I have always been curious about what drives people’s behaviour, especially when their choices don’t align with their goals or best interests. If we can better understand those patterns, we can design systems, products, and environments that support healthier, smarter, and more sustainable behaviours.
How do you see your research making an impact?
I hope my work helps us to better understand the modern consumer experience, particularly the less visible pressures consumers face every day.
We live in a world full of constant information, pressures, and decisions. If my research can offer insights into how to reduce that burden or guide people toward better long-term choices, I think that would be incredibly valuable.
How do you see research as an aid to business improvement?
Good research helps businesses make more informed decisions, not just for profit, but for people. I think consumer research can help bridge that gap. It can shed light on designing products and experiences that align with how people actually think and behave.
This focus could help consumers to make smarter financial decisions, adopt healthier habits, or simply feel more supported in their daily lives. If we can align business goals with consumer well-being, everyone benefits.
What previous experience prepared you for this?
My academic background has given me a strong foundation for thinking critically and scientifically about consumer behaviour. But beyond that, being a consumer myself provides me with the tacit knowledge needed to investigate what I find useful and interesting, which makes this research feel personal and grounded.
One of the things I love about our field is that personal experience, when paired with the right methods, can lead to interesting research questions and meaningful insight.
Where did you grow up and what was it like there?
Mostly, I grew up in Toronto, which I look back on fondly. It’s a city full of energy, diversity, and opportunity. Being exposed to so many different cultures and perspectives really shaped the way I see the world. Growing up in what feels like a world capital of consumerism was very enjoyable and enabled me to witness marketing and consumer behavior play out all around me.
Although my memories of childhood in Lebanon are relatively scarce, since I left at a young age, I remember it as a beautiful place filled with family and a strong sense of community. Especially in the mountainous towns my family comes from, life felt relaxed and good-spirited. Even though people didn’t have a wealth of riches or opportunities, the environment overflowed with happiness.
Who have been your strongest influences in life?
My parents, without question. They immigrated to Canada from Lebanon during a difficult time and made a lot of sacrifices to build a better life. Their resilience and kindness left a strong impression on me.
Their journey taught me to value opportunity and to take responsibility for making the most of it. Their wisdom and support is something I deeply appreciate.
What might someone be surprised to know about you?
I love being physically active and spending time in nature. Growing up, I dreamed of becoming a professional football (soccer) player and dedicated a lot of time and effort to that goal. Even now, I still enjoy playing regularly and enjoy other sports like basketball and table tennis.
What is your best podcast recommendation?
Hidden Brain is one of my favourites because it blends psychology, storytelling, and science in a way that’s both insightful and easy to listen to. For something more wide-ranging, I’d recommend The Diary of a CEO. It brings in a diverse set of guests and the conversations tend to be really engaging.
What book would you recommend to others? Why?
It’s difficult to choose just one and depends on the genre. A few standouts that have impacted me at the time of reading are Sapiens by Yuval Noah Harari, Outliers by Malcolm Gladwell, Man’s Search for Meaning by Viktor Frankl, and Influence by Robert Cialdini. I found them engaging, thought-provoking, and each novel stayed with me long after reading.
